Champion marks spark plugs' 100 years on the road

One of Federal-Mogul Corp.'s top brands, Champion Spark Plugs, is celebrating its centennial this year with a new marketing campaign.

Garth Cole, director of aftermarket marketing for Southfield-based Federal Mogul, said that as Champion turns 100, it remains one of the automotive industry's most dynamic and innovative brand names.

"Champion has a rich heritage of innovation, quality and race-winning performance, yet it has always maintained a clear focus on developing breakthrough technology and powering the next racing championship," Cole said.

Established in 1907, the Champion brand is celebrating its heritage by looking forward to the next generation of products.

"We have several activities planned over the course of the coming months, each of which will enhance the power and bottom-line value of this great brand," Cole said.

A central element of the global campaign rests with several young drivers representing the next generation of champions in NASCAR Nextel Cup, NASCAR Busch Series, Formula 1, World Rally, Moto GP and other leading motorsports series.

Champion plugs have powered five of the past seven NASCAR Cup champions. In Formula 1 competition, Champion has claimed more than 400 wins - outpacing all other spark plug brands combined - and was the plug of choice for the winners of the F1 Driver's and Constructor's titles in each of the past two years.

In addition, Champion brand's bowtie is a familiar sight for racing fans and consumers at racing venues around the world, in service garages, parts stores, national retail locations, on car and truck windows, fenders, video games, movies and in leading automotive collectibles catalogs.

This unusually strong brand presence has led to the introduction of a growing range of Champion products, including automotive specialty performance additives and lubricants, batteries, starters and alternators.

Federal-Mogul was founded in Detroit in 1899. While it remains mired in bankruptcy, it employs 45,000 people in 34 countries.